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In his 1985 book, Ogilvy on Advertising, David Ogilvy famously said, "The consumer is not a moron; she is your wife."

Of course, he'd have a hard time getting away with that kind of comment today, but his point is still a valid one.

The truth is: Too many women owned businesses think of their target market as one large, pulsing mass. But your target market is actually made up of individuals just like you, your wife, your husband, your mother, your father, or your children. Your customers are people with hopes, dreams, frustrations, families to feed, bills to pay, and vacations to plan. The most successful brands recognize this and look at their target market as a "Target of One." So, how well do you know your target market ... your Target of One?

Editor Pick's

A Rise in Affluent Consumer Confidence Results in Their Spending More on Luxury in the Fourth Quarter

"The uptick in this quarter's LCI reveals a more positive outlook among affluent consumers about the economy at large, as well as increased optimism about their personal economic situation," says Pam Danziger, president of Unity Marketing and author of the upcoming book, Putting the Luxe Back in Luxury. "Affluents backed up their growing confidence by spending 4.1 percent more on luxury goods and services in the fourth quarter as compared with the same period last year."

Luxury categories that posted strongest growth year-over-year as measured by the average amount spent by affluents, included: